Alarm, snooze, and jump! It’s no longer a blissful morning routine of just ‘shower and go’. The modern man of Pakistan, anywhere from 16 to 60, now needs at least two hours before stepping out. Getting ready means face and hair products, sexy colognes, trendy clothes, and a healthy breakfast.
Predominance of metrosexuality in Pakistan caused the “macho man” to shift focus and enhance appearance, personal hygiene, style, and health.
Rewind 20 years, and the men went to the local barber, ignored grooming, dressed rough and tough, and avoided their sensitive side. The classic need for being the bread-winner with a moustache was the preferred trait. The credit for this revolution in Pakistani men goes to the media, higher education, and mixed gender work environments. In the late 90s, the masculine “maula jutt” image faded and brought forth the “pretty boy” personality, health awareness, and fashion sense — all of which Pakistanis welcomed fervently.
Gender-based products, pampering salon services and the male fashion industry are now on the rise in Pakistan (there’s even going to be a Men’s Fashion Week!). Men’s grooming has gone mainstream, with the “look-good, feel-good” motto. From local to international companies, the range of products for men’s skin-care, hair-care, and body-care have grown significantly due to demand. The Body Shop, Gillette, L’Oreal, and many other companies have expanded product ranges including beauty products for anti-aging, sun-care, skin-whitening, and face-lifting. Companies like Unilever, Luscious Cosmetics, and Sunsilk Men have been advertising fairness creams, exfoliating scrubs, and nourishing hair gels have become part of the daily regimen.
Heart-throbs like Fawad Khan, Imran Abbas and Shahzad Sheikh have become role-models, and men of all age groups want to feel desirable and confident. This leads to men booking appointments for body waxing, face peels, and laser treatments. Bald men want to get hair transplants, and hairy men want to get permanent body hair removals. Step into a men’s salon and notice the comfort zone men are in getting their mani-pedi sessions, massages, waxing or facials. One of the most widespread salons, Depilex, has four branches for men, along with 30 for women. Massarat Misbah, the owner, states that men have responded very well to the services Depilex offers. “The problem with men is that they feel shy. But now things have changed. Men want to have healthy skin and body and they are becoming conscious of it,” Misbah says.
The awakening of the modern man could be explained by the growing acceptance of homosexuality in some circles, Hollywood celebrities, and of course the attraction to women. As Khalid Malik, RJ and TV actor explains, “Credit goes to the number of women in the business world these days. Everyone wants to shape up and feel good!” With increased interaction between men and women in the work-force or universities, men have become very particular about their looks and behaviour. Being in the television industry, Malik has seen tremendous change in the way a story “hero” is classified.
The change in the Pakistanis’ mindset also changed lifestyles, considering healthy eating habits, regular exercise, and routine doctor’s visits have been recognised. Memberships at fitness clubs and gyms have also become affordable for the working man, who now can even get help from personal trainers.
If you’re not with the programme yet, here’s a brief guide to being a metro-sexual male in Pakistan:
1. Be clean-shaved (or have a light stubble to give a somewhat rough look)
2. Wear trendy clothes (skinny jeans, bright colours, and classy shoes)
3. Think about body care (nails, skin, hair, and odour)
4. Observe how you speak (soft, well-mannered, and smiling)
5. Have confidence, but don’t ignore your sensitive side.
Published in The Express Tribune, September 9th, 2012.
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Yes I wear a lot of perfume and Yes I try to look good, only for the most beautiful girl on this planet...And that's my Wife! Being married for 8 years, I don't want to look like a "Macho" if she doesn't like it. Period!
I just know two thing is "Haram" for man' "shave facial hair & fall your trouser bellow ankle. we should be a productive Muslim rather then above...!!!
The "pretty boy" may be the latest fashion for westernized women. But, for real women, both Pakistani and western, they always secretly adore the swashbuckling dangerous man. The bearded jihadi man, not afraid to risk his own life for his belief. Someone who is never in doubt even when confronted with confusing facts. Focused on real manly action, not wasteful cogitation. The Haqqani brothers, Hafeez Syed, ....they could start a desi fashion sensation in the entire world if our pakistani fashion industry woke up to promote them as such?
The old men preferred using oil on hair, the modern men prefer shampoo with "oil" in it. Toothpaste with "maswaak" in it.
there is no harm in strive to look good and handsome as long as there remains distinction between both sexes.
So basically men with mustaches from "maula jutt" days were living unhygienic lives, with oily hair and ungroomed facial hair, and that is why average lifespan of Pakistanis hovered around 55 years, right?
And somehow the "pretty man" is more healthy, eats quarter pounder from Mcdonalds with diet coke, and enjoys a nice triple-triple coffee with 18% cream. He floods his hair with gels made up of synthetic chemicals that for sure result in atopic dermatitis is many of them, but hey, he looks pretty and well-groomed and that is what matters. What could be more healthy than that!